Many marketing companies have realized the importance of celebrity endorsement as a marketing communication tool. Corporations hire celebrities because they are individuals with “Celebrity Equality”. The awareness and association celebrities portray firm’s hope this branding transfers to the product they are selling. When corporation sign on a celebrity, they are taking on the possibility and risk of the spokesperson may become involved in events that can have deleterious effects on the spokesperson company and the product their advertising. “They’re human. When you sign on to a celebrity, you sign on to the whole package –the good, the bad, and the ugly” ( L, Therese, & K, Robert & J, Robert). Through out my paper I will be using Tiger Wood as an example of the positive and negative affects of a spokesperson as a celebrity. Celebrities advertising are no panacea for achieving attention and higher sales. Their belief is the celebrity message deliver a higher degree of appeal, and attention. Marketer’s claims that a celebrity creditability increase memorability of the message and may provide positive effect that could be generalized to the brand states M. Mohan & B, Loue & R, Hudson. Firms have come to realize celebrity spokespersons like Tiger Wood have believability, purchase intentions and favorable effect on consumers. “ “The casual observer is somewhat inclined to believe that professional sport athletics are in greater demand as celebrity product endorser” (S, George, & J, Mathew & J, Jones, 2003). These advertising strategies include sexual, chock, emotional, fear, and humor. From these appeals, companies are seeking high brand awareness and brand recognition to consumers. When these appeals used to attract large ... ... middle of paper ... ...m http://drypen.in/branding/celebrity-endorsements-a-brand-building-concept.html Khatri, P. (2006). Celebrity Endorsement: A Stragateic Promotion Perperspective. Indian Media Studies Journals, 1(1) pp 27. Retrieved from http://www.docstoc.com/docs/20483221/Celebrity-Endorsement-A-Strategic-Promotion-Perspective Louie, A. L., & Kulik, L. R., & Jacobson, R. (2001). When bad things happen to the endorsers of good products. Business and Economics, 12(1) 13-14. doi: 10.1023/A:1008159717925 D, Chabo., J, Saouma. (2005) Celebrity Endorsement - Hidden factors to success.J önköping University, JIBS, Business Administration, Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-241 M, Mohan, B, Louis., R, Hudson. (21005). Celebrity advertising: An Assessment of its Relative Effectiveness Retrieved from http://sbaer.uca.edu/research/sma/2001/04.pdf
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
As celebrities stand distinctively among the masses and cast out their halos of personality charm and strong suits of skilled abilities, the controversies about them are unavoidable shadows created from their fame. With the popularization of celebrity culture, information synchronization, and communication technology, their lives are publicly exposed and various forms of media (depending on eras) record their flaws. Tough information transmitted to audiences are frequently biased, evidences of objective reality remains, even in the remote past.
Athletes are a big part of the business community. The media exposure athletes receives cause them to be perceived more as celebrities. It causes them to have a greater impact in the marketing and selling of products. For instance, the tremendous amount of media coverage that Michael Jordan received gave him a prominent role in the business world. Athletic companies and various kinds of businesses wanted him to endorse their products. Now, because of his Nike endorsement, the athletic apparel and shoe industries are a big part of the American economy. Through endorsements companies now look upon athletes to strengthen their products. In most cases, this method is usually successful. This gives an overall boost to the economy, hence fortifying athletes’ significance.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
Equally important JL Racing uses celebrity marketing as most recently in their cycling line Nicky Haden. Celebrity endorsement is a highly effective strategy to gain consumer interests and brand loyalty in a cluttered marketplace. Furthermore, as stated in (Hung, K. 2014) celebrity endorsement literature in three ways. First, it delineates aspiration and play as two main types of motives consumers hold toward celebrities in the entertainment process. This complements current studies that regard celebrities as opinion experts and credible spokespersons in their buying decisions. Second, It centers on the encounters between the consumer and the celebrity in various media contexts, such as movies, shows, and games. As studies on celebrity worship
A celebrity status is a brand which is built on values, behavior, attitudes, hobbies and charity activities. Maintaining a reputable brand is critical for social media celebrities; a brand that people can trust, relate with and one which will remain relevant in years to come (Evans 2010, p 249-250). Social media is essential for growing a celebrity’s fan base as well as creating a platform where such a person can market a brand and connect with fans in a more personal way. In this way, fans will easily relate with the activities a celebrity does and will be ready to give support (Hallam, 2013).It is important for celebrities to communicate their values to their fans. Their fans should know them for what they do. People will be interested in a Face book brand page or follow somebody on Twitter because they are inspired by their messages and can relate to personalities that attract them. Oprah Winfrey was the director and host of the highly rated Oprah Winfrey show. She also is the founder of the Oprah Winfrey network. Oprah has inspired millions with her values of transparency and philanthropy because she has successfully been able to communicate her “Oprah” brand on Facebook and twitter. Even though Oprah is a very popular and influential person, she is considered a friendly person who can be approached by people of low social status. A
The business of sports marketing has become both lucrative and influential in shaping sport in general and the individual athletes. The desire for endorsement offers and profitable media coverage has become a crucial facet of modern sport. With a selection of athletes making millions of dollars a year, outside of their sporting arena, it is obvious to see the impact of marketing and advertising on sport. In this essay I will examine the ways in which marketing effects the athletes and sport in general. Also, I will identify the characteristics of a marketable sporting "celebrity" and further look into African American athletes specifically and the way the African American community is marketed.
Sue Jozui in her passage, claims that advertisers mislead consumers when they use celebrities to promote products. The author supports her claim by first telling the audience what using celebrities does to all the consumers advertise their products are misleading and insult their audience. The author supports her argument by first giving examples of commercials and ads that are promoted by actors and pop stars. She continues by proposing an idea to boycott and restrict companies with guidelines. The author´s purpose is to ban advertisers with celebrities because of unfairness. The author gives an aggressive tone for consumers and advertisers. Advertisements are to persuade the consumers to want to buy the products, the best way is to get their attention by adding celebrities to catch their eyes.
The use of a celebrity's advertising a product is a smart and efficient way to get the attention of the public, and to sell product as fast as possible. Sue Juzui in her opinion she argues that we should boycott the use of celebrity and legislate rules and guidelines for advertisement. The author supports her argument by first stating her side of the argument. She continues by saying that “the use of celebrity to sell a product is misleading and insults the intelligence of the audience”. The author’s purpose is to persuade her reader in order to boycott the use of celebrity advertising any kind of product. The author creates a judgemental tone for her audience. Juzui’s argument is invalid because small businesses, companies, and everyday common people should advertise their product as a way they feel needed, to sell their product.
Like the pursuit of money, popularity and fame should not be synonymous with success. Monotonous advertisements that are ceaselessly presented to Americans have become imbedded into memory and habit,...
The image creation of a celebrity is a bit of a causality dilemma; trying to distinguish if celebrities make their own image and decide what they’re famous for, or if the common people prescribe a celebrity's image, is likely a futile effort. The culture of celebrity can be seen as a democratized process h...
Over the last few decades celebrity and fame has changed dramatically, from Alexander the Great to Kim Kardashian. Talent and achievements no longer play a huge role when it comes to our celebrities. “Much modern celebrity seems the result of careful promotion or great good looks or something besides talent and achievement” (Epstein2) with that being said celebrity-creation has blossomed into an industry of its own. Keeping up with all the gossips from breaking up to hooking up, law suits and drama many might come to an agreement that celebrity culture is starting to be the great new art form in our new generation and that it ...
We are part of a generation that is obsessed with celebrity culture. Celebrities are distinctive. Media and consumers alike invented them to be a different race of super beings: flawless, divine and above all the real moral world. In a 1995 New York Times article “In contrast, 9 out of 10 of those polled could think of something
During controversies associated with athletes and their brands, relationships between athletes and their fans are crucial to being successful. However, with a high profile crisis such as those like Ray Rice, Tom Brady, Tiger Woods, and many other athletes, relationships between the athlete and fan can become strained and fragmented. With the marketing of an athlete as a brand, fans create and build relationships to connect with a particular athlete. The relationship that fans (also known as consumers) establish with their favorite athlete takes time to mature. Therefore, for fans to build a relationship with a brand (or athlete, which will be used interchangeably) there are certain steps that the brand and the consumer must achieve. According to Bee and Kahle (2006), for a fan to associate with a brand, a fan must 1) have compliance, 2) identify (identification), and 3) internalization (p.105). Within each of the three steps, there are guidelines that both the athlete and fan must meet to achieve success as a brand and relatable for fans. The brand must have 1) social effect, 2) attractiveness, and 3) creditability. The fans, on the other hand, must benefit from and believe the social effect, social anchorage, and creditability (Bee and Kahle, 2006, p.105) of the
This is due to the firm divide between what is depicted on the media and what actually occurs in real life, due to the constant aid of different workers that assist celebrities in maintaining their image (Meyers 20). Meyers claims that the public are aware of such a divide and consume celebrity news with that divide in mind (20). Turner and Braeme support this notion by stating that “a definition of celebrity is countervailed by equally popular media discourses that emphasise its phoniness and constructedness”. Negra challenges this outlook by arguing that there are four fundamental reasons behind the way female celebrities are represented (2008). Firstly, it challenges the notion of femininity. Secondly, “trainwreck female celebrities”, although hated on, are addictive in an entertainment sense to follow and watch. Thirdly, the death of the correlation between fame and what is deemed to be talent. Fourthly, the challenges that occur as a result in between the death of the earlier mentioned correlation and the values and morals society holds